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    Vodafone

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    Vikas Anand
    Vodafone acquired Hutch, the second largest mobile network in India, transitioning its 35 million customers, 400,000 partners, and 10,000 employees to the Vodafone brand in less than four months from June to September 2007. Extensive training and research was conducted to understand the new brand and develop marketing campaigns. Over 20,000 outdoor advertisements were put up overnight and a partnership with a major television network provided 24 hours of commercial airtime. The transition was extremely successful, with 80% brand recall and the seamless shifting of 35 million customers to Vodafone.

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    Vodafone

    Uploaded by

    Vikas Anand
    57 views1 page
    Vodafone acquired Hutch, the second largest mobile network in India, transitioning its 35 million customers, 400,000 partners, and 10,000 employees to the Vodafone brand in less than four months from June to September 2007. Extensive training and research was conducted to understand the new brand and develop marketing campaigns. Over 20,000 outdoor advertisements were put up overnight and a partnership with a major television network provided 24 hours of commercial airtime. The transition was extremely successful, with 80% brand recall and the seamless shifting of 35 million customers to Vodafone.

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    Vodafone acquired Hutch, the second largest mobile network in India, transitioning its 35 million customers, 400,000 partners, and 10,000 employees to the Vodafone brand in less than four months from June to September 2007. Extensive training and research was conducted to understand the new brand and develop marketing campaigns. Over 20,000 outdoor advertisements were put up overnight and a partnership with a major television network provided 24 hours of commercial airtime. The transition was extremely successful, with 80% brand recall and the seamless shifting of 35 million customers to Vodafone.

    Copyright:

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    Download as docx, pdf, or txt
    57 views1 page

    Vodafone

    Uploaded by

    Vikas Anand
    Vodafone acquired Hutch, the second largest mobile network in India, transitioning its 35 million customers, 400,000 partners, and 10,000 employees to the Vodafone brand in less than four months from June to September 2007. Extensive training and research was conducted to understand the new brand and develop marketing campaigns. Over 20,000 outdoor advertisements were put up overnight and a partnership with a major television network provided 24 hours of commercial airtime. The transition was extremely successful, with 80% brand recall and the seamless shifting of 35 million customers to Vodafone.

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    Vodafone

    Hutch was the second largest GSM brand in the Indian telecom market. 35 million customers, 400,000 trade partners and 10,000 employees. The entire project of transition including positioning, retail identity, campaign development and implementation was carried out in less than four months, from June to September 2007. Strategy A large amount of work was carried out in parallel, effectively leveraging the strengths of the network agencies Their first task was to internalize the new brand and its tone of voice, which required intensive training across offices. They cascaded the new brand to 16 circle teams across six cities. This helped develop work that spoke the Vodafone tone of voice from Day One. A comprehensive research campaign study led by Added Value was followed by intensive workshops involving the key stakeholders at Ogilvy and Maxus. The launch campaign, one-on-one communication with existing customers and customer touch-point elements were developed by Ogilvy and Ogilvy One. There was a first of- its-kind alliance with Star (Indias largest TV network) where the entire advertising was bought for Vodafone for 24 hours across all the networks 13 channels. Put up over 20,000 high-visibility outdoor sites overnight. Output The launch was the most talked about event in Indian media, with over 450 articles. An entire episode of CNBC covered the transition as a case study. Day-after brand recall for Vodafone was 80% proclaimed by the industry and media as one of the best brand-launches the country has ever seen. Thirty-five million customers transitioned seamlessly into brand Vodafone. Within six months of launch, it became the brand of choice for over 44 million subscribers. Stats for 2012 Vodafone India reported a 19.5 per cent growth in revenue for the year ended March 2012 at Rs.32,184 crore. The operating profit was up 21.6 per cent at Rs.8,549 crore. The company reported an average revenue per user (ARPU) of Rs.180 in the January-March 2012 quarter and in terms of mobile number portability, it added 1.7 million new customers and its customer base crossed 150 million during the year, including 60 million rural subscribers. It incurred a capital expenditure of Rs.6,220 crore in 2011-12 and had a net debt of Rs.30,000

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